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Jill Collins, CEO, Chief Strategy Officer, Audacity Health.
getty
Healthcare companies often have unique stakeholders they wish to reach, whether general or specialized clinicians or specific patients with certain conditions. Digital marketing offers multiple opportunities to target these potential customers while also providing the opportunity to track results and measure ROI.
Based on my experience in helping healthcare clients with their digital efforts, here are four steps to ensure your digital spending is yielding maximum results for your healthcare company.
Target and reach your ideal audiences.
It’s important to understand where healthcare professionals and relevant patients spend their time online. Knowing which channels they’re on and how they engage with each platform can help you obtain maximum results with a minimum spend.
Professional societies and organizations are one way to reach these audiences. Leveraging website banners, events, publications, webinars and email blasts within these trusted communities are all ideal for targeting healthcare professionals.
Additionally, the National Provider Identifier (NPI)—a national provider directory—is a major tool that can home in on specific clinician categories. NPI numbers are publicly available and free to access online, and certain platforms integrate NPI data for better targeting. Layering the NPI with other institutional parameters enables you to hyper-target select physicians and practices, allowing penetration into priority accounts.
Google Display and other programmatic platforms allow you to layer demographic, geographic, psychographic and other data to optimize performance for your campaigns. Contextual targeting—where your healthcare company’s digital ads are positioned near healthcare-related content the user is seeking—can also be beneficial.
Lastly, if a specific hospital system or metro area is the intended audience, geo-targeting can help you reach that audience. For…
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